Apo survey finds two-thirds of renters are happy with their accommodation
- Apo has opened its newest rental development, The Holloway, in central Birmingham, offering 484 one-, two- and three-bedroom apartments.
- The opening comes as a new poll, commissioned by the rental management company, has found that two in three (68%) renters in Birmingham are happy with their current rental accommodation, with 37% attributing their contentment to a good location.
- However, one in three (31%) has had a bad experience with their current or previous landlords.
- Renters prioritise location (35%) and affordability (34%) when choosing their homes, while a gym tops the amenity wish list (30%).
- They also prefer Rightmove (36%) over popular social media platforms for searching rentals.
The Holloway, the newest rental homes from Apo, has opened in the heart of Birmingham. Just a five-minute walk from Birmingham New Street station, it features 484 furnished and unfurnished one-, two- and three-bedroom apartments.
Located at 3 Blucher Street, Apo at The Holloway offers convenient access to the city centre. Residents can enjoy proximity to local landmarks including the Bullring, Mailbox, the Library of Birmingham and the Birmingham Museum and Art Gallery. The central location also ensures excellent transport links, local services and a myriad of leisure options right at their doorstep.
Rachel Hanniquet-Brooking, Managing Director at Apo, commented: "We’re thrilled to bring the Apo experience to Birmingham, the UK’s second-largest city, known for its vibrant cultural scene, rich heritage and dynamic shopping, music, food and entertainment offerings.
“As rental demand continues to grow across the UK, we understand that the needs of modern renters are evolving. At Apo, we’re committed to meeting these needs by providing exceptional value for money and unparalleled customer service. We look forward to welcoming new residents to The Holloway and are excited about the opportunity to expand the Apo experience further across the country.”
Residents at Apo at The Holloway can take advantage of different lease options with no deposit required. As part of the monthly rent, the new apartments come with an array of onsite perks and benefits, including a modern 24/7 gym, resident lounges, co-working spaces and communal roof terraces. Residents also enjoy high-speed broadband and access to a dedicated host team providing concierge, security, maintenance and parcel collection. Furthermore, the Apo resident app enables residents to manage tenancy documents, arrange services, connect with neighbours and access onsite classes.
Phase 1 of Apo at The Holloway is now open to residents and features 231 apartments across two blocks. Phase 2, comprising an additional two blocks with 253 apartments, is scheduled to open in autumn 2025.
What keeps renters happy (and unhappy)
To coincide with the opening of The Holloway, a national survey* of 2,000 UK adults commissioned by Apo found that over two-thirds (68%) of renters in Birmingham are happy with their accommodation. They predominantly cited a good location (37%) as the primary reason for their satisfaction, followed by reasonable prices (26%).
Hanniquet-Brooking explained: “Our study underscores the critical factors driving renter satisfaction. While location is paramount, and despite the annual rent increase in the UK now being almost half of what it was a year ago (5.7%), as reported by the HomeLet Rental Index**, affordability remains significantly important.”
Among those unhappy with their rentals, poor communication from the landlord (40%) and not feeling safe (40%) were the most significant factors, followed by poor design and interior, lack of outdoor spaces, and poor neighbourhood and lack of community – all at 30%. With nearly one in three respondents (31%) having had a bad experience with their current or previous landlords, they identified the top qualities of a good landlord as maintaining and caring for their property (40%), treating tenants with respect and trust (37%) and handling property issues professionally and swiftly (37%).
"Our research clearly highlights the importance of better landlord-tenant communication and a proactive approach to understanding evolving tenant needs,” Hanniquet-Brooking added. “As a rental management company, we listen to our tenants and work hard to deliver the best services and value for them, supporting them throughout their journey with us. By doing so, we build stronger relationships and create a more positive rental experience for everyone involved.”
What ticks renters’ boxes
When choosing a rental property in Birmingham, location (35%) and affordability (34%) were again the top priorities. Renters also expressed a desire for amenities, with 30% listing a gym at the top of their wish list, followed by a swimming pool (25%). Despite the rise in remote working, only 4% desired co-working spaces.
“Renter’s core expenses typically include accommodation, bills, transport, groceries and leisure,” said Hanniquet-Brooking. “Unlike private rentals, professional lettings often provide added value by incorporating amenities such as gym memberships, resident lounges and outdoor spaces into the monthly cost, thereby helping tenants maximise their income and save time.”
Where to look
Rightmove emerged as the most favoured platform for searching rental properties among Birmingham-based renters, with 36% using the site. Other popular sources included Zoopla (30%) and estate agents (23%). Despite the prevalent use of social media platforms such as Instagram, TikTok and Snapchat in daily life, these platforms were among the least popular for finding rental properties.
For any press related enquiries please contact Jeffrey Cheung: jeffrey@meaningful.agency